the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
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From the disastrous Wonka Experience to the buzz surrounding the upcoming Wicked movie, five creative leaders discuss how the Barbie movie's success has reshaped the way brands interact with new film releases.
Rekindling fan magic; what brands can learn from the Shrek legacy
Getting to the top is hard, staying there is even harder, especially when you're off grid for 16 years. So, asks Matt Michaluk, ECD at Household, with the announced release of another instalment of the Shrek franchise, can Dreamworks' green ogre rekindle the magic, and what can brands learn from his attempt to do so?
Selling Santa: the challenge of festive marketing
With growing concerns around ethical, sustainable shopping, and the cost of living crisis impacting spending, how can advertisers strike the right tone this Christmas? Camilla Yates, Managing Partner of Strategy at elvis, mines recent research into shoppers’ attitudes.
How to build blockbuster branded entertainment
With two hit movies already under its belt, LEGO is no stranger to branded entertainment. But, with the release today of Piece By Piece, about Pharrell Williams's life and career, the brand continues to show how to build an entertainment empire, brick-by-brick. Here, Dan Wood, MD of EssenceMediacom’s Creative Futures, examines how other brands might be able to do the same.
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Did they use AI for that?
As AI-generated visuals and human artistry become harder to tell apart, James Trimming, Head of Production at Waste Creative, explores how tools like Midjourney and MetaHuman are reshaping production and the role of real-life creatives.
Imposter syndrome: how self-doubt can spur a woman on
With the upcoming US elections bringing renewed focus on women in leadership roles, Veronica Diaferia, founder of female-owned commercial production company Tinygiant, explores the internal battle that many women face along with external challenges to their success.
British Arrows jury chairs target creativity
With entries now open, the 2025 chairs for the Arrows and Craft juries of the British Arrows - Saatchi & Saatchi London's CCO Franki Goodwin, and MD and sound designer at Wave Studios, Parv Thind - discuss their forthcoming tenures, the state of British creativity, and what makes the Arrows stand out.
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The sound of cinematography: are your visuals getting the best sound?
Sascha Darroch-Davies, director and co-founder of creative sound studio DLMDD, explores the importance of what an audience hears when perceiving imagery; arguing that some of the most impactful moments in a brand's campaign come from the interplay of sight and sound.
Would you like me to introduce you? Why music and advertising should go back to the start
When it comes to music, first impressions can last. But are those first impressions now relied on too much, with no time for the building of suspense and the creation of drama? And is advertising falling into the same trap? Gary Hilton, Director of GAS Music puts his ear to the ground.
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